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Gallo pumps 'significant' investment into marketing Moscato in UK

Published:  20 May, 2014

Gallo Family Vineyards is hoping to replicate Moscato's stellar growth in the US this side of the Atlantic with its biggest ever investment in the sparkling wine range.

Since 2009 Moscato has grown at 481% in the US and has added $323 million to the wine category, according to IRI data to December 29, 2013. The Californian firm is now aiming to cash in on the UK's growing appetite for sweeter styles here In the UK. Since launching in 2011, Gallo Family Vineyards Summer Red, Gallo Family Vineyards Summer White and Gallo Family Vineyards Moscato have added £25m to the category, says Nielsen data to March 29, 2014.

Gallo MoscatoGallo Moscato adGallo Family Vineyards hopes the US thirst for Moscato will be replicated in the UK, hence its biggest ever marketing campaign for the brand.

The new integrated campaign - "Moscato: This Season's Must-Have" - will include print and online advertising across key titles including Grazia and Stylist; social media activity; PR support; in-store promotions and consumer sampling. It will target fashion-conscious 25 to 34 year old women.

The campaign, which kicks off later this month, will feature campaign shots with the straplines "Definitely your colour" and "Love what's in the glass".

The group describes the investment, which it hopes will reach 5.3 million consumers, as "significant", with sampling set to reach 300,000 target consumers.

Alexis Byron, marketing manager for Gallo Family Vineyards UK & EMEA, said: "This is a very exciting time for Gallo Family Vineyards and its Moscato portfolio. Our overall Moscato campaign is very bold - we want to give Moscato its very own persona that will resonate strongly with our target audience.

"Our target consumers are keen to show that they are 'on-trend' and by creating our "Moscato: This Season's Must-Have" platform we're offering them the ideal opportunity to discover their perfect wine from our Moscato portfolio."